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Building a connected storytelling framework across everyday spend and travel
A new creative approach that strengthened how the Hilton Honors Amex Card value is expressed, contributing to +30% YoY growth in 2025.
The Insight
Everyday spending and travel rewards were inherently connected, but that connection wasn’t being clearly or consistently experienced in the creative.
The Idea
Introduce a continuous visual narrative that connects everyday actions to aspirational travel experiences, making the value more immediate, tangible, and emotionally resonant.
Creative Strategy
Instead of fragmented lifestyle imagery, I introduced a continuous narrative, following a single family across everyday spend and travel experiences.
Unified storytelling across all touchpoints
Elevated everyday moments to match aspirational tone
Curated for emotional resonance, not just product communication
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The Framework
Everyday actions lead to aspirational outcomes
A clear cause-and-effect relationship between spend and stay
The card as the connective device
Positioned as the key that unlocks travel experiences
Storytelling over explanation
Designed to make value visible and emotionally resonant
Built for extension
Adaptable across channels, card tiers, and future personalization
Impact
Launched as the lead BAU acquisition campaign for 2025
• Contributed to +30% YoY portfolio growth
• Email channel increased +171% YoY
• Applications increased +15% YoY
Role
Senior Designer operating as a strategic partner in concept development and system design
In collaboration with Copywriting, with Art Direction oversight
Co-developed “Travel Math” concept translating cultural insight into a scalable campaign platform
Defined visual system and narrative approach
Led execution across email, social, and video
Influenced storytelling framework adopted across campaign